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E-Marketing

Marketing on the Internet : Principles of On-Line Marketing

E-Marketing

E-Marketing

E-Marketing

E-Marketing

Summary

Designed for courses covering Marketing on the Internet and/or Electronic Commerce, this book discusses the tools and techniques being used today to harness the vast marketing potential of the Internet.

Table of Contents

Preface

xiv

Part I E-Marketing Prelude

Introduction to E-Marketing

The Yahoo! Story

2

(1)

New Rules for E-Marketing

3

(3)

It's Bigger Than the Internet

6

(1)

What Is E-Business?

6

(2)

What Is E-Marketing?

8

(1)

The Big Picture

8

(4)

What a Tangled Web We Weave

9

(1)

The Internet

10

(1)

End of the Beginning

11

(1)

E-Marketing Challenges and Opportunities

12

(4)

Markets

12

(3)

Businesses

15

(1)

Technology

16

(1)

E-Marketing Delivers

16

(1)

E-Business Models

16

(6)

Product

18

(1)

Price

18

(1)

Distribution

18

(2)

E-Marketing Communication

20

(2)

Relationship Management

22

(1)

Marketing Plan Tasks

22

(2)

Summary

24

(2)

Key Terms

26

(1)

Exercises

26

(3)

Practitioner Perspective

29

(5)

Convergence: What It Is and What It Means

Internet User Characteristics and Behavior

The GVU Story

34

(1)

Customers in the 21st Century

35

(5)

It's About Customers

36

(1)

Markets

37

(1)

B2B Markets

38

(1)

It's Bigger Than the Web

39

(1)

The Big Picture

40

(8)

Defining User

41

(1)

Diffusion of Innovation and Adopter Categories

42

(2)

Product Adoption and the Product Life Cycle

44

(1)

Size of the Internet

45

(3)

Market Segmentation

48

(1)

Market Segmentation Bases and Variables

48

(1)

Segmentation Coverage Strategies

49

(1)

E-Marketing Segments

49

(17)

Geographic Segments

50

(2)

Adoption Barriers

52

(3)

Demographic Segments

55

(2)

Psychographic Segments

57

(3)

Behavior Segments

60

(6)

Consumer Navigation Behavior

66

(2)

Attention

67

(1)

Privacy

67

(1)

User Control of Message

67

(1)

Country Profiles

68

(9)

Summary

77

(2)

Key Terms

79

(1)

Exercises

79

(3)

Practitioner Perspective

82

(4)

Banner Ad Targeting Increases Hotel Room Sales

Marketing Knowledge

The Media Metrix Story

86

(1)

Introduction

87

(1)

The Electronic Marketing Information System

87

(1)

Marketing Knowledge

88

(3)

Source 1: Internal Records

91

(1)

Nonmarketing Data

91

(1)

Sales Force Data

91

(1)

Customer Characteristics and Behavior

91

(1)

Source 2: Secondary Data

92

(1)

Marketing Intelligence

93

(7)

Source 3: Primary Data

100

(1)

Primary Research Steps

101

(1)

Internet-Based Research Approaches

102

(2)

Online Focus Groups

104

(1)

Online Observation

105

(1)

Online In-Depth Interviews (IDIs)

105

(1)

Online Survey Research

106

(5)

Online Panels

111

(1)

Ethics of Online Research

112

(1)

Other Technology-Enabled Approaches

113

(2)

Real-Space Approaches

115

(1)

Marketing Databases and Data Warehouses

115

(1)

Data Analysis and Distribution

116

(2)

Future Trends

118

(1)

Summary

119

(2)

Key Terms

121

(1)

Exercises

121

(4)

Practitioner Perspective

125

(5)

Employing Audience Measurement to Understand The Behavior Of Internet Users